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New Kiwi Mobile campaign ‘a genuine family affair’
Kiwi Mobile’s new brand ad, via True, tells the story of a little girl nervous about walking to school on her own for the first time.
That little girl is Kiwi Mobile CCO Andy Cooper’s daughter, Milly. In keeping with the telco’s tradition of using real staff in its ads, staff from across Kiwi Mobile/Electric Kiwi and True as well as friends and family all feature in the campaign as the friendly neighbourhood who come together to support her.
The ad is all about giving Kiwis the courage to take that first step – whether an everyday challenge like walking to school or finally switching your provider from the Big Three, says Kiwi Mobile.
“The ad speaks to the hear of who we are and our brand. Everyone here is focused on making things better for Kiwis. We have always had this focus with Electric Kiwi and nothing has changed with Kiwi Mobile,” says Cooper.
“Our goal is to get rid of unfair stuff and just be ourselves. We reckon Kiwis will get it.”
Collaborative effort
The music was arranged by Shane Taipari at Franklin Rd, and performed by the kids at the North Shore Music Charity (feat. ECD Matt Heays on tambourine).
Matt Heays, ECD at True says, “This campaign was a collaborative effort. We worked closely with Lance and Andy from Kiwi Mobile throughout, as well as like-minded partners including Franklin Rd, MukPuddy Animation, and Lassoo Media. And it was a pleasure working with Gregor Nichols – one of the best directors in Australasia – and the brilliant team at Flying Fish.”
Lance McMinn, Head of Creative, Electric Kiwi adds, “It’s the next step in the Kiwi Mobile journey. A storytelling piece that still retains our authenticity and core brand values. And there’s even more to come.”
The campaign is will live in digital and TV, with more executions building on the story in the future.
